T-Mobile DM, Promo, Case study JOSH'S BAND by Saatchi & Saatchi London

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Industry Telecommunications Services, Mobile Communications
Media Direct marketing, Promo & PR, Case study
Market United Kingdom
Agency Saatchi & Saatchi London
Director Fred Oliveira, Nick Ronbeauanimatronic Chickens:
Executive Creative Director Paul Silburn, Kate Stanners
Art Director Rick Dodds
Copywriter Stephen Howell
Editor Thirtytwo @ Pulse Films
Released January 2010

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: T-MOBILE
Date of First Appearance: Jan 15 2010 12:00AM
Executive Creative Director: Paul Silburn (Saatchi & Saatchi)
Executive Creative Director: Kate Stanners (Saatchi & Saatchi)
Copywriter: Stephen Howell (Saatchi & Saatchi)
Art Director: Rick Dodds (Saatchi & Saatchi)
Agency Producer: Jennifer Kennedy (Saatchi & Saatchi)
Production Manager: Emma Wolanski (Saatchi & Saatchi)
Director: Fred & Nick (Pulse Films)
Production Company Producer: Dan Bowen (Partizan)
Post Production: (Rushes)
Sound Design: (750mph)
Editor: Pulse Films
Executive Producer: Ed Sayers (Saatchi & Saatchi)
Director of Photography: Ben Magahy, Jonas Mortensen, Calum Thomson, Tom Jeffs
Account Director: Sarah Galea (Saatchi & Saatchi)
Planner: Gareth Ellis (Saatchi & Saatchi)
Account Manager: Laura Mills (Saatchi & Saatchi)
Business Leader: Sally Beerworth (Saatchi & Saatchi)
Digital Producer: Alice Oakhill (Saatchi & Saatchi)
Digital Assistant: Matthew Guy (Saatchi & Saatchi)
Media placement: Online - Twitter, Facebook, YouTube - October 2009
Media placement: TV - ITV - January 2010
Media placement: Print - National Press - January 2010
Describe the brief/objective of the direct campaign.
After two successful brand campaigns in 2009, T-Mobile wanted their third campaign to focus around their Pay As You Go tariff, whilst still maintaining their Life’s for Sharing philosophy.The tariff offered free texts and internet for life. We felt it was such an empowering offer that we didn’t just want to tell people it was, we wanted to prove it - by seeing what someone could achieve just by using the free texts and internet.By doing so, we had to attract new customers to T-Mobile Pay As You Go and increase sales across stores and online by 10%.
Explain why the creative execution was relevant to the product or service.
Josh used his free texts to contact every musician he knew. He then used his free internet to build the band.He used his own myspace page to attract musicians he didn’t know.He plotted them on a Googlemap that became a database of British musicians.He used his own twitter account to stay in touch, and uploaded video diaries to his youtube channel.He organised a number of special gigs to promote the band.He wrote a song with a couple of band members and then organised a nationwide tour so that he could play it and record it with as many band members as possible.
Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We began by hitting the streets of Britain with a documentary film crew, asking the target audience what could they do with the offer.A guy called Josh Ward told us he’d start a superband. So we gave him the product and challenged him to do it.Over the next three months our cameras followed Josh in this social experiment, as he used his texts and internet to try to start a superband. We didn’t know what would happen from one week to the next as we didn’t know Josh, or how successful he would be.This social experiment created an integrated T-Mobile campaign.
Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
To date, Josh’s Band has over 2,500 band members.The band attracted esteemed music producer Jonathon Quarmby.Their debut single release features 1107 band members.This track was released by Universal Records.The band’s story was followed on the front page of myspace.Pay As You Go sales increased by 61% during the three months of the campaign, compared to the previous year.Online sales also increased by 30%.During December, when Josh’s Band was on a nationwide tour, T-Mobile had record breaking footfall nationwide.This led to record breaking sales across the board. December became T-Mobile’s best sales month in their history.